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Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicità nel segmento dei tweeagers
Author/s:  Giovanna Pegan 
Year:  2009 Issue: Language: Italian 
Pages:  19 Pg. 41-59 FullText PDF:  1476 KB
DOI:  10.3280/MC2009-002003
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Marketing and youngsters: an exploratory research on the involvement in consumption and advertising in the tweenagers segment - This article - after having identified the theoretical references - presents the results of an empirical quantitative research aimed at investigating within the tweenagers (10-14 years old) , the level of involvement in the consumer culture, the attitudes towards the television advertising, let alone the existing relationship between the two. Not only this study highlights a low interest in the commercials and a certain scepticism, but also a very faint link between the two phenomena, thus offering ideas for a future in-depth examination.

Keywords: involvement, consumption, television advertising, attitudes, tweenagers
Parole chiave: coinvolgimento, consumo, pubblicità televisiva, tweenagers, atteggiamenti

Giovanna Pegan, in "MERCATI E COMPETITIVITÀ" 2/2009, pp. 41-59, DOI:10.3280/MC2009-002003


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